The spotlight is on Emilia-Romagna as Emirates signs two MOU agreements with Bologna Welcome and Parma Welcome.
Activities targeting selected international markets
The MOUs establish a strategic framework for promoting the region on international markets. The collaboration will involve coordinated marketing, trade, communications and media relations activities, and the aim is to increase visitor numbers to one of Europe’s wealthiest regions by showcasing its rich cultural heritage, world-famous cuisine, lifestyle experiences and appeal to business travellers. As part of the partnership the Dubai-based airline will collaborate with the two organizations on a series of ventures targeting selected international markets. These may include joint promotional campaigns, educational tours for industry professionals and the media, seminars, webinars and activities aimed at the general public to raise awareness of the region and encourage an increase in tourist arrivals.
"Contributing to the growth of international tourism"
Bologna Welcome and Parma Welcome will also support Emirates by taking part in specific promotional activities for Emilia-Romagna including roadshows, events and trade events, and by providing logistical support for selected visits by industry professionals and the media. They will also work closely with local stakeholders to showcase the region as a tourist destination. “Emilia-Romagna is an extraordinary combination of culture, heritage, gastronomy and business opportunities, making it one of Italy’s most attractive destinations. Thanks to our collaboration with Bologna Welcome and Parma Welcome, we are delighted to be able to promote the region even further to travellers within our global network, working closely with our trade and media partners and contributing to the growth of international tourism to Bologna, Parma and the entire region,” says Thierry Aucoc, Emirates' SVP commercial operations, Europe and the Americas.
"New opportunities to attract high-end travellers"
“This agreement heralds a new phase in the long-standing relationship that has linked Emirates and Bologna for eleven years and is an important opportunity to strengthen the international visibility of Bologna and its metropolitan city, especially to new audiences in key global markets,” said Daniele Ravaglia, Bologna Welcome Foundation's president. Parma Welcome's director added Mario Marini: “Thanks to Emirates’ extensive global network and our collaboration with Fidenza Village, a luxury shopping destination which is part of The Bicester Collection, we can create new opportunities to attract high-end travellers and enhance the region’s international appeal.”
